MARKETING THE MADNESS
THE SALES, ADVERTISING AND MARKETING OF THE NCAA MEN'S DIVISION 1 BASKETBALL CHAMPIONSHIP
"The multiple weeks of March Madness certainly help and can create a more powerful platform than a one-off event."
Bill Glenn, Senior VP The Marketing Arm
$5.2 BILLION TV AD REVENUE from 275 different broadcast sponsors over the last 10 years.
$680 MILLION The amount CBS and Turner will pay the NCAA and its member schools for the 2013 tournament.
$10.8 BILLION the deal inked by CBS and Turner for 2011 to 2024.
In 1982 CBS paid $49.9 MILLION for three years of rights.
Today’s annual average:$771 MILLION
Adjusting for inflation, there was a 1,877% increase in the average annual value of the NCAA Tournament TV rights in the last 30 years.
HOW MARCH MADNESS COMPARES TO OTHER POSTSEASON PLAY (2011)
NFL Playoffs $900 million
NCAA March Madness $738 million
MLB Playoffs $452 million
NBA Playoffs $448.5 million
COST PER 30-SECOND COMMERCIAL
Super Bowl $3.1 million
NCAA March Madness $1.2 million
MLB WORLD SERIES $421,000
NBA Playoffs $435,000
TOTAL VIEWERS (2012)
Super Bowl 108 million
NCAA Championship 21 million
NBA Title Game 18MILLION
World Series Title Game 16 million
MOBILE EXPERIENCE 2012
69% of consumers used their mobile devices while watching the NCAA Tournament on TV in 2012.
26% of fans used their mobile devices as their primary viewing devices.
USES OF MOBILE DEVICES DURING THE TOURNAMENT:
checking scores 48%
reading news about team/players 25%
checking brackets_ 23%
watching game highlights_ 20%
NCAA TICKET SALES
ONLY 30% OF ALL TOURNAMENT TICKETS ARE AVAILABLE TO THE GENERAL PUBLIC.
NCAA men’s tournament tickets $250 to $2,000
Final Four Tickets $350 to $4,050
The remaining 70 percent divided among:
Final Four schools and their discounted ID-only student sections (25%)
Division I institutions and coaches associations (15%)
Host cities( 10%)
NCAA committees (10%)
Broadcast and corporate partners (5%)
NCAA’s luxury hospitality packages (5%)
Final Four Tickets Row 18-Seat 4: $4'050
Final Four Tickets Row 4°-Seat 15: $36
NCAA AT WORK
86% of people who plan to watch say they will devote at least some time during the work day on activities like checking stats and scores online.
During the first two days of the tournament, employers could pay distracted workers $175 MILLION IN WAGES while they’re preoccupied by the games
25% say they will spend one-to-two work hours checking stats online.
11% will spend five hours or more,
20% will spend three-to-five hours.
1 IN 5 WORKERS participates in a March Madness office pool.
Betting on brackets in the office is illegal, except in Nevada.
Americans fill out 40 MILLION March Madness brackets every year.
Odds of filling out a perfect March Madness bracket: 1 IN 35,360,000,000
SOCIAL MEDIA AND MARCH MADNESS 2012
2,065,060 TWEETS with related keywords over the course of the tournament.
466,492 tweets with “FINAL FOUR” from mid-March to mid-April.
Most tweet time Kentucky 147,916 times during championship game.
Most Twitter mentions in a single game:
9,015 times when they upset Duke in the second round.
UNC KENAN-FLAGLER BUSINESS SCHOOL
Created by oBizMeda